Top 10 secrets inside Xiaomi's marketing

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Lei Jun, chairman and CEO of Xiaomi, speaks at an event. [File photo]

7. Word-of-mouth marketing needs seed users

When Xiaomi launched the first edition of its Android adapted operating system, MIUI had 100 core users, out of whom the number later grew into 60 million.

Core seed users refer to those who love the product from the beginning and admire its features. Within the electronic devices industry, they act as opinion leaders and often influence the purchasing decisions of ordinary users.

A product with exclusive features in a specific area can easily win the hearts of seed users who care no more than uniqueness and high functioning.